Italian Leather Purse Brand
In the fashion and apparel industry, a well-structured Google Ads campaign is crucial for turning casual visitors into loyal customers. Success begins with building awareness through Search, Shopping, and Display campaigns, followed by remarketing efforts to keep potential buyers engaged.
By presenting the right ads at the right time, we guide users through every stage of the buyer’s journey—from initial consideration to making a purchase. With a focus on customer lifetime value, we prioritize strategic planning and data-driven campaign optimization to ensure long-term success for the brand.
“Presenting the right ads at the right time, we guide users through every stage of the buyer’s journey.”
Client
Leather Goods Brand
Client Since
December 2020
Google Ads
E-Commerce
Focus
Brand Awareness, PPC Marketing
The Goal
Our primary focus was to enhance brand awareness, drive sales growth, and maximize our Return on Ad Spend (ROAS).
To achieve these goals, we prioritized crafting highly effective ad creatives while carefully selecting our web and YouTube placements to ensure we reached our target market.
By honing in on these key elements, we aimed to improve our ad strength, which not only enhances the effectiveness of our campaigns but also reduces our costs for acquiring high-quality traffic.
This strategic approach allows us to stretch our advertising budget further, delivering better results and driving sustainable growth for the brand.
Our Approach
- Fix ad copy for text ads and utilize all necessary extensions.
- Create effective display and video ads and handpick the best placements that resonate with their audience.
- Set up shopping ads for paid and free listings. Map products and continue to optimize bids in all areas.
- For all marketing channels, set up separate campaigns for top funnel(awareness), mid funnel(consideration) and bottom funnel(action).
2 years later..
Good execution, careful audience/placement selection, and strategic campaign structuring helped us hit new sales records every single month.
How was this done?
Awareness
Search, Shopping and Display campaigns were set up to start building traffic to the site. Remarketing audiences were set up on day one.
Consideration
Once our audience was big enough, we set up Display and YouTube remarketing campaigns to keep our audience engaged. It’s very easy for people to discover a site, then forget about them so we had to deliver fresh content during the entire buyer journey.
Action
What about the people that considered but never made a purchase? Luckily, we had a plan for that and presented them with a time sensitive offer once they made it to the bottom of the funnel. We created personalized YouTube, Search and Display ads just for them.
Results That Speak For Themselves
10%
Average Increase in ROAS Every Month Since January 2021.
700%
Year-Over-Year Increase in
Monthly Sales.
300%
Year-Over-Year Increase in CTR.
Going after Google’s massive display and YouTube network.
Presenting the right ads to the right audience at the right moment is what we do best. Effective awareness campaigns drive more brand searches and help build your fan base. Have you ever heard of someone purchasing a $400 handbag from reading a headline in a text ad? That’s because they don’t.
We combined a sequence of display and video ads to find loyal fans who still haven’t discovered us. Shopping proved to be a very effective marketing channel, but the audience was limited, and we needed to expand our reach.
Creating lasting customer loyalty and lifelong fans.
In the fashion and apparel industry, you can’t simply expect potential customers to visit your site and make an immediate purchase if they’re unfamiliar with your brand. Likewise, you can’t assume they’ll return and complete a purchase after leaving the site. Visual appeal is critical, and a strong remarketing strategy is essential. With just one successful purchase, you have the opportunity to create a lifelong customer who will keep coming back. This is why we emphasize customer lifetime value and structure our campaigns around this principle.
Summing it all up
Running a successful Google Ads campaign for apparel requires not only careful planning and execution but also a deep understanding of the target customer. Our initial goal was to grow our audience, focusing on data collection before optimizing for Return on Ad Spend (ROAS). With insightful data in hand, we can fine-tune the campaigns for better performance. To maintain engagement, we launch a series of remarketing campaigns to re-engage visitors. Ultimately, we follow up with bottom-of-funnel campaigns that include a compelling offer to ensure no potential customers slip through the cracks.
